HSBC's Extensive Airport Advertising Strategy

By Ivan PetrenkoMay 5, 2024 04:30 AMNews
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White biplane on landing
White biplane on landing. Source: unsplash

HSBC, the largest bank in Europe by total assets, has adopted an extensive advertising strategy at airports globally. The bank's services span over 60 nations, catering to 39 million customers. HSBC's presence in aviation-related advertising has been growing for over two decades, with a particular focus on airport jet bridges and carousels. The bank has a history of sponsoring various sporting events and has set its sights on becoming a notable advertiser in airports.

In a recent campaign, HSBC transformed airport carousels into F1 racetracks, aiming to showcase the high-octane energy of racing in an unexpected setting. The campaign was developed in collaboration with Wunderman Thompson UK. HSBC's advertising within UK airports, for instance, aligns with the unique challenges of the country while maintaining a global perspective. The bank's advertising strategy has been particularly successful in leveraging airport spaces for brand visibility.

HSBC's focus on airports is driven by the extraordinary growth in air travel, with more people passing through airports and spending time in these spaces. The bank's marketing team sees airports as a great place to connect with a growing customer base, considering them as ideal locations for their global presence and customer connectivity. The "Together We Thrive" campaign, for instance, was centered around airports, reaching millions of passengers with varied themes such as trade, business, and education.

HSBC's airport advertising strategy aligns with its goal of being seen as prestigious and trustworthy. Airport advertisements are perceived as trustworthy by business travelers, and the bank has leveraged this perception effectively. With the ongoing growth of air travel and innovative approaches like virtual reality tours in airports, HSBC's advertising in these spaces is expected to remain effective and relevant.

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